Retail Convergence in Emerging Asia-Pacific: Case Studies, Strategies and Successes for Multi-Play

"Operators' fibre investments must be supported by a strong price-positioning strategy; tiering services with IPTV works well for many players, but single, double and quadruple plays also have a place."

Fixed infrastructure has historically been secondary in terms of investment to mobile infrastructure in many countries in emerging Asia-Pacific, with investment in 3G and 4G, as well as in handsets and mobile data, historically driving growth. Consumer demand for data is now increasing beyond mobile capabilities and operators are committing to ambitious FTTx plans. The pricing and bundling of the services enabled by FTTx will be a key factor in their potential success.

This report provides a detailed investigation of following three significant approaches to price positioning that operators can adopt.

• Focus on high-speed simplicity
• Make triple-play the only high-end option
• Focus on fixed-mobile bundles.

The report also provides coverage of the multi-play pricing strategies of operators in China, India, Indonesia, Malaysia, Philippines, and Thailand.

THIS REPORT PROVIDES ANSWERS TO THE FOLLOWING QUESTIONS.

• How should operators in emerging Asia-Pacific design their retail FTTx offers, and which services can be bundled together to offer a holistic solution?

• Should FTTx offers focus on providing a fast, high-value standalone broadband offer, or should mobile network operators (MNOs) in EMAP bundle pay-TV and fixed broadband services to promote take-up of both?

• Under which circumstances do operators need to adapt their approaches to price-positioning, and what are the strengths of each approach?

• Which approach is best suited for each market?

A SUMMARY OF BUNDLING STRATEGIES, BY OPERATOR TYPE

SAMPLE PAGES

ABOUT THE AUTHORS

Aris Xylouris (Analyst) s a key contributor to Analysys Mason's primary research for the Consumer and SME Services research practice, and manages our Connected Consumer Survey and Consumer smartphone usage series of research. His work involves in-depth coverage of issues such as consumer behaviour, convergence and bundling, TV and media, and mobile and fixed service pricing. He also specialises in statistics and primary research analysis. Aris is a trained economist, and before joining Analysys Mason he held internships as an economic analyst in the media sector. His wider experience includes quantitative forecast modelling and computer simulations using agent-based models. Aris holds a Bachelor in Economics from Athens School of Economics and Business, and an MSc in Behavioural Economics from Warwick University.

Martin Scott (Principal Analyst) co-ordinates Analysys Mason's research initiatives related to media, TV, fixed broadband and convergence. He manages the Video Strategies and Fixed Broadband Services research programmes. Martin has held numerous positions within Analysys Mason during the last 10 years, including heading the company's Consumer Services, Data and Regional Markets practices. He also launched Analysys Mason's Connected Consumer and Consumer smartphone usage series of research. His primary areas of specialisation include telco TV strategy, OTT video and media, consumer smartphone usage, the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy.

Harsh Upadhyay (Analyst) Harsh contributes to Analysys Mason's Asia-Pacific research programme, and is based in our Singapore office. His research focuses on market tracking, competitive assessment, data forecasting, next-generation services and consumer behaviour analysis in the Asia-Pacific telecoms market. He also supports consulting projects and presents at industry events. Harsh's experience in the TMT industry is diverse, and he has a detailed understanding of the telecoms market in the region. He has previously worked with Frost & Sullivan and IDC as an analyst and consultant, and his clients include leading ICT firms and government bodies. Harsh holds a Master's and Bachelor's degree in Business Management .

TABLE OF CONTENTS

• EXECUTIVE SUMMARY
• APPROACH 1: FOCUS ON HIGH-SPEED SIMPLICITY
• APPROACH 2: MAKE TRIPLE-PLAY THE ONLY HIGH-END OPTION
• APPROACH 3: FOCUS ON FIXED-MOBILE BUNDLES
• APPENDIX
• THE ABOUT THEAUTHORS AND ANALYSYS MASON